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Female and male Amazon sellers: a graphic representation

Just 26% of Amazon Sellers Are Women: Exploring the Differences Between Female and Male Amazon Sellers

Amazon is an equal-opportunity e-commerce platform, yet 69% of its sellers are men. Only 26% of its third-party sellers are women.

So, aside from the surprising difference in their representation on the site, what other variances exist between the genders?

Jungle Scout — an all-in-one platform for selling on Amazon — surveyed thousands of Amazon sellers* to identify those differences. 

Here are a few key points we discovered:

We also gained insights into the following:

  • When they get started selling on Amazon
  • How they invest their time and money on their Amazon businesses
  • Their experience with Amazon and e-commerce
  • Their preferred selling methods and product categories
  • What they think of Amazon

Note: For a complete picture of the profile of an Amazon seller, check out our article “Amazon Seller Demographics in 2020.

So, let’s dig in!

Only 26% of Amazon’s seller population is female 

Despite the fact that Amazon is open to anyone, regardless of gender, the platform is primarily made up of men. 

Over two-thirds of Amazon sellers (69%) identify as ‘Male’. On the other hand, just over one quarter (26%) identify as ‘Female’, while 5% of sellers identify as ‘Other’.

Men start selling on Amazon at a younger age

Though both men and women begin selling on Amazon at a variety of stages in life, there is a distinct difference in the percentages associated with each gender for the younger and older age groups.

Women’s and men’s representation in the  “middle-aged” start-up group, however, is pretty much the same.

  • More men start their Amazon businesses at a younger age than women, with 19% of men beginning their careers between 18 and 27 years of age. On the other hand, only 9% of women began selling at that age.
  • But, by their late 20s and 30s, the number of women and men starting to sell on Amazon is pretty much equal. 35% of women and 36% of men started selling on Amazon between the ages of 28 and 39. 
  • Last but not least are those who were between 40 and 65 years of age when they started selling on Amazon. Women make up the larger group, with 52% waiting until they were 40-65 to launch their business. On the flip side, 41% of men held off on until then.

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Women spend less time and money launching their Amazon businesses

From finding a product to having an active listing on Amazon, women spend less time getting their Amazon businesses up and running than men.

They also spend less time maintaining their listings once they’re live.

Time investments

  • Within six weeks, 40% of women are selling on Amazon, versus 34% of men.
  • Conversely, 47% of men take six weeks to six months to open their businesses, while 38% of women do the same. 
  • 63% of women and 56% of men spend 0-20 hours per week working on their Amazon businesses.
  • The numbers virtually reverse for 21+ hours per week; 45% for men, and 37% for women.
  • Whereas 28% of female Amazon sellers work 40 or more hours outside the home, 41% of male sellers say they do the same.
  • And when it comes to being a stay-at-home parents, on maternity/paternity leave, or working fewer than 40 hours per week outside the home, only 18% of men fell into this category compared to 30% of women.

Financial investments

  • 65% of women spent $5,000 or less to get their Amazon businesses up and running; 35% spent less than $1,000. 
  • Among men, 58% spent $5,000 or less to get started, and 26% spent $1,000 or less. (See more on how much it typically costs to start selling on Amazon.)
  • 39% of men spent more than $5,000 to launch their Amazon business, versus 31% of women.

Monthly and lifetime earnings

  • Women reported lower monthly earnings, with 23% saying they make under $500 in monthly sales. 
  • Just 12% of men reported the same sales numbers.
  • Women also stated their lifetimes sales were lower. 
  • 48% of female sellers are reportedly making less than $100,000 in lifetime sales, in contrast to 41% of men.

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Men are more likely to view their Amazon business as a hobby

When it comes to e-commerce, Amazon is the first foray into online retail for many women; they tend to take their selling more seriously too.

  • 58% of men and 65% of women said Amazon is their first experience at e-commerce. 
  • By comparison, 20% of women consider selling on Amazon to be a hobby as opposed to men’s 32%.
  • 25% of female sellers say their Amazon businesses are unsuccessful. 15% of male sellers say the same.

Men prefer selling private label products on Amazon

Selling private label items on Amazon requires a bigger investment up front, particularly when compared to retail and online arbitrage. 

For that reason, and the fact that women reported started their Amazon businesses with less than $500, the following statistics are unsurprising:

  • More men than women prefer private label, with 73% choosing that sales method compared to 65% of women.
  • Women use online and retail arbitrage (OA and RA) more than men do; 48% of women versus 31% of men.

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Women follow Amazon’s rules and guidelines more than men

Considering the level of competitiveness of retail and online arbitrage (RA and OA) in comparison to selling private label, it is not surprising that women report having a more difficult time building a profitable Amazon business, as they prefer the RA and OA selling methods.

Although, more men than women have used black hat tactics to deal with the competitiveness within their respective Amazon categories.

  • More men than women prefer private label, with 73% choosing that sales method compared to 65% of women.
  • Women, on the other hand, use online and retail arbitrage more than men do; 48% of women versus 31% of men.
  • 8% of women and 18% of men have taken advantage of black hat strategies while running their Amazon businesses.

Women sell across more categories than men 

While it was easy to find many categories in which female sellers are much more active than their male counterparts, there is only one category — Electronics — in which a significant number of male sellers outnumber women.

  • More women sell in Arts, Crafts, and Sewing; 17% of women vs 10% of men.
  • More women sell in Books; 18% of women vs 10% of men.
  • More women sell in Grocery & Gourmet Food; 19% of women vs 10% of men
  • More men sell in Electronics; 16% of men vs 10% of women

Women:  Top 5 categories

  • 48% – Home & Kitchen
  • 27% – Beauty & Personal Care
  • 25% Toy & Games
  • 24% – Health, Household & Baby Care
  • 22% – Kitchen & Dining

Men: Top 5 categories

  • 42% – Home & Kitchen
  • 22% – Sports & Outdoors
  • 20% – Toys & Games
  • 18% – Health, Household & Baby Care
  • 18% – Beauty & Personal Care

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Men are more optimistic about the future of Amazon selling

From recommending selling on Amazon, to working for Amazon if they had a chance, more men than women view Amazon positively.

Men also think Amazon is a good company for e-commerce sellers. Women, in contrast, think Amazon has made it more difficult for them to sell effectively on the platform.

  • If the right job presented itself, 46% of men would work for Amazon compared to 42% of women.
  • Whereas 61% of male sellers think Amazon is a good company for sellers, just over half (55%) of female sellers consider that statement to be true.
  • Therefore, when it comes to recommending selling on Amazon to others, 63% of men and 54% of women said they are likely to suggest the site. 
  • Not surprisingly, considering more men think Amazon is a good company for sellers, 74% of men are optimistic about selling on Amazon as a viable way to make money versus 70% of women.
  • In fact, 84% of male sellers wish they had started selling on Amazon sooner, compared to 72% of females.
  • And when it comes to thinking Amazon has made it more difficult for sellers to compete in their own category, 61% of women agree versus 57% of men.

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The data above references answers from 1,046 respondents who have more than one year of experience selling on Amazon, and have at least one active listing.

In addition, they sell in all 14 Amazon marketplaces, in all relevant Amazon product categories, and range in age from 18 to 80+.

To access the report in its entirety, check out and download “The State of the Amazon Seller” for 2020.


For more information about this survey and/or Jungle Scout’s data, please contact [email protected].


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